Job Title

Company overview:PEP is a dynamic personal care company that proudly houses two innovative brands – mCaffeine & Hyphen. With a passion for creating high-performance, conscious, and consumer-loved products, we are redefining the way personal care is experienced. While mCaffeine is India’s first caffeinated personal care brand, loved for its energizing and playful approach, Hyphen is built on the philosophy of simplifying skincare through science-backed formulations. Together, our brands reflect PEP’s mission to deliver quality, creativity, and care to millions of consumers. We believe in Confidence over all skin & body biases.Come, join the pack!Role OverviewWe’re looking for a performance-first storyteller for mCaffeine who can own end-to-end ad communication across Body, Face & Hair Care categories. This role sits at the intersection of content, consumer insight, and paid media, driving how the brand shows up in ads and how that translates into revenue.Key Responsibilities:1. Paid Media Content & Communication StrategyOwn end-to-end communication strategy across Meta, YouTube & emerging platformsCraft high-converting hooks, scripts, and messaging angles across formats (UGC, statics, videos)Translate product benefits into clear, scroll-stopping narrativesBuild content frameworks & messaging playbooks for each categoryContinuously test, iterate, and evolve communication based on performance2. Team Management - Influencer & Design TeamManage influencer-led ad content pipeline (selection, briefing, output quality)Drive budget allocation & content ROI for influencer adsLead Meta content vertical with strong cross-team collaboration3. Content & Communication ExcellenceOwn category-wise communication with sharp differentiationDefine what to say, how to say, and where to say it across:Ads (Meta/YouTube)Website (PDPs, banners)CRM (WhatsApp, Email)Ensure platform-first content adaptation (same idea, different execution per channel)Drive consistency in brand voice while optimizing for performanceDeep-dive into competitor communication, trends & content formatsBuild content hypothesis → testing → learning loops4. Creative Production & ExecutionWrite clear, insight-led briefs for designers, editors & video teamsLead creation of UGC, influencer-led, and in-house contentEnsure fast-paced content production for continuous testingMaintain high creative quality with performance intent5. Team Management - Influencer & Design TeamManage influencer-led ad content pipeline (selection, briefing, output quality)Drive budget allocation & content ROI for influencer adsLead Meta content vertical with strong cross-team collaboration6. Performance-Driven OptimizationWork closely with performance team on: CTR, CAC, ROAS, Hook Rate, Hold RateIdentify winning communication angles and scale themRapidly kill, tweak, and refresh creatives on a weekly basisBuild a repeatable system for winning ad creatives7. Consumer & Market InsightsDeeply understand consumer behavior, triggers & barriersLeverage reviews, comments, DMs & UGC for authentic messagingTrack competitor ads, formats & emerging trends8. Funnel CommunicationAlign messaging across Ads → Landing Pages → Retargeting → CRMEnsure cohesive storytelling across the funnelBalance acquisition-focused + retention-driven communicationRequirements:2-3 years of experience in: Paid media content / performance marketing / D2C marketingStrong understanding of: Content, Meta Ads ecosystem (hooks, creatives, scaling), Consumer psychology & direct response writingProven ability to create or guide high-performing ad creativesData-driven mindset with strong analytical thinkingExperience working with creative teams / UGC creatorsGood to Have:Experience in beauty, personal care, or lifestyle D2C brandsHands-on experience in ad platforms (Meta Ads Manager, Google Ads)Familiarity with tools like: Motion / video editing workflows & Creative analytics toolsWhy Join Us?Fast-growing D2C brand with high ownership & impactWork directly on revenue-driving functionsFreedom to experiment, test, and scale bold ideas